As Cannes Lions 2025 kicks off, Dentsu Creative is making some key structural changes, particularly in India. After consolidating its creative agencies under a single global banner, the network is now selectively bringing back legacy names like Dentsu Creative, Webchutney and Isobar. What’s driving the shift? In a conversation with IMPACT’s Neeta Nair at Cannes Lions 2025, Abby Klaasen, Global Chief Marketing and Communications Officer at Dentsu Creative, says it’s about finding the right balance between global consistency and local relevance. While the unified brand works well internationally, Indian clients continue to value specialised expertise and flexibility, especially in highly competitive or category-specific contexts.
In this conversation, Klaasen also reflects on India’s creative momentum since Dentsu Creative was named Cannes Agency of the Year in 2022. While awards like Cannes are a moment in time, she argues, the real focus is on delivering lasting business impact. Klaasen shares optimism for 2025 entries, highlighting campaigns like Hug of Life for SBI and Garuda Rakshak for DSP Mutual Fund, alongside global standouts like Crayola and SATO 253.
She also touches on the growing chase for virality in India’s ad world and why a strong strategic foundation, more than star power, is essential for brands aiming for long-term relevance, not just fleeting fame.
